Haaland’s World Cup campaign strengthened his position among football’s next generation of global stars. He scored seven goals as Norway reached the quarter-finals, while his Instagram following reportedly rose by more than 20 million during the tournament.
The numbers matter, but so does the image. Haaland’s imposing frame and relentless finishing make him instantly recognisable; his humour and willingness to embrace the absurd make him more approachable. That combination has helped push the Manchester City forward beyond the usual boundaries of club allegiance.
Martin believes that appeal is not limited to City supporters.
“You warm to him whether you're a fan of Manchester City or another club,” he said.
In Norway, Haaland’s influence has produced an unusually memorable commercial side story. A market report recorded a 25.4% year-on-year rise in carrot sales during the World Cup and described the phenomenon as the “Haaland-effekt”.
The connection was reinforced by an advert for Bama, Norway’s largest fruit and vegetable distributor, in which Haaland eats a carrot. The campaign built on online clips and memes showing him holding the vegetable while signing autographs or sitting in his car.
It is an unlikely route to brand power, but that is precisely why it works. The carrot has become part of Haaland’s football folklore rather than a manufactured advertising gimmick.
The challenge now is endurance. Football’s biggest commercial figures combined elite performance with years of visibility, success and reinvention. Martin compared Haaland’s potential with the lasting influence of Lionel Messi, Cristiano Ronaldo, David Beckham and Michael Jordan.
“Messi, Ronaldo, Beckham, Michael Jordan - they became iconic,” Martin said. “Haaland has that potential. The key is the endurance: can he maintain a career over the next 10 years and keep winning trophies?”
That will be the next storyline: whether Haaland can turn a remarkable tournament and a viral carrot connection into a decade-long global legacy.